《外贸英语函电》中职课件01项目一 交易磋商

1、外贸英语函电交易磋商任务一建立业务关系任务二询盘任务三发盘任务四还盘任务五包装保险任务六交易磋商在本项目中，我们通过我国一家外贸公司与国外公司在业务磋商方面的信件往来，来掌握该项目的基本知识；会用学到的相关格式和内容表达，独立完成该环节的信件书写，并学会相关的词组句子、重要表达、实践知识等。了解“询盘”相关的基本商务知识、写作要求和内容要点,理解“询盘”函电书写的内容、格式、步骤以及典型的表达,掌握“询盘”的信件书写，结合格式、步骤、内容等方面，完成信件书写;了解“发盘”相关的基本商务知识、写作要求和内容要点。理解“发盘”函电书写的内容、格式、步骤，以及典型的表达,掌握“发盘”的信件书写，结合

2、格式、步骤、内容等方面，完成信件书写。 学习重点任务一 建立业务关系I. The Purpose and Functions of Business LettersThe purposes of communication are to obtain complete understanding between the parties involved， and elicit the responses required. Generally speaking， the functions of a business letter are to ask for or to convey bus

3、iness information， to make or to accept an offer， to deal with matters concerning various businesses.Usually， there are certain essential requirements for a good business letter， which can be summed up in the Seven Cs， i.e. Completeness， Concreteness， Clearness/Clarity， Conciseness， Courtesy， Consid

4、eration， Correctness. These Cs often go hand-in-hand.知识储备任务一 建立业务关系II. The Basic Parts of Business LettersSee the letter first and find out how many parts are included in this letter： Guangdong Foreign Trade Development Corp.779 East Dongfeng Road， Guangzhou， ChinaCable Address： 5527 GFTDC Telex： 44

5、388 GFTDC CNSeptember 15， 2010H. J. Wilkinson & Co. Ltd.245 Lombart Street， Lagos， Nigeria知识储备任务一 建立业务关系Dear Sirs，We learned the name of your company from the Bank of China， Guangzhou /Guangzhou Branch of Bank of China.We are specialized in exporting the Chinese light industrial products， which enjo

6、y good reputation in the world market for a long time.Enclosed please find a catalogue for your reference， and we look forward to entering into business relationship with you.Anticipate your early reply.Yours Sincerely，Liu Ming Liu MingSales Manager of Export Department知识储备任务一 建立业务关系In sequential or

7、der of completion， a business letter basically consists of the following 13 parts.（7 of the 13 parts are basic and necessary.）（1） Letterhead（信头）As the first and most obvious part of a business letter， the letterhead expresses a companys personality. It helps to form ones impression of the writers fi

8、rm. Styles vary considerably， but they all give similar information and include the essential particulars about the writer name， address， zip-code， telephone number， telegram fax number and e-mail address of the company. It is usually designed and printed in the center or on the left margin at the t

9、op of the page.知识储备任务一 建立业务关系（2） Reference Number（参考号/发文编号）The reference number is generally used as a useful indication for filing and consulting for both sides， so it must be easily seen. It may include a file number， a contract number， an L/C number or the initials of the signer and the typists i

10、nitials. If you find the reference number in the incoming letter you need to take the form as “your ref.” and “our ref.” in your reply. The position of the reference number is often one or two lines below the letterhead.（3） Date（日期）Every letter should be dated. Never send out a letter without a date

11、. If you are giving information， such as shipping or delivery or appointment dates， it is vital that the date should be correct. The position of the date is often one or two lines below the reference number or letterhead （if there is no reference number）.September 8， 2007 American form8th September，

12、 2007 British form知识储备任务一 建立业务关系（4） Inside Name and Address（信内地址）It consists of the name and address of the receiver. It appears exactly the same way as on the envelope. Inside name and address are always put at the left margin at least two lines below the date. Ms. Sarah Davis姓名The Sales Manager职务T

13、he Space Engineering Co.，Ltd. 公司名830 W. Lauridsen Boulevard 小地址Port Angeles， WA 98363大地址USA国家名（5） Salutation（称呼）The salutation is the polite greeting with which a letter begins. It should be placed two lines below the inside address. There are many forms of salutation in a business letter. The custo

14、mary greeting in a business letter is “Dear Mr./Mrs./Ms./Miss .（姓）”，“Dear Sirs”or “Dear Madam or Sir”.知识储备任务一 建立业务关系（6） Subject Line（事由标题）The subject line is often inserted between the salutation and the body of the letter. The subject line helps to attract attention to the topic of the letter. It i

15、s especially useful if two companies have a lot of correspondence with each other on a variety of subjects， as it immediately tells what the letter is about. It is also useful as a guide for filing. It can begin with or without “Re： ” or “Subject： ”. Sometimes， you can see the subject line is underl

16、ined. e.g.Re： Sewing MachinesSubject： Sewing MachinesSewing Machines知识储备任务一 建立业务关系（7） Body of the Letter（正文）This part contains the actual message of the letter. It should begin two lines below the subject line or two lines below the salutation if there is no subject line. Usually， it is divided into

17、 three parts： opening， actual message and closing. The body of the letter should be carefully planned and paragraphed. The opening is to give the reason of writing and often refers to previous correspondence. The actual message is to specify the writers concrete purposes， requirements and wishes. Th

18、e closing is to express thanks and anticipations for future actions or plans. Sometimes the closing may be used to sum up the message and to suggest the writers requirements to the receiver.知识储备任务一 建立业务关系（8） Complimentary Close（结尾敬语/套语）The complimentary close is merely a polite way of bringing a let

19、ter to a close. It is usually placed two or four lines below the last line of the body of the letter. There are many different complementary closes that show respect， but it should match the salutation. The most common sets of salutation and the complimentary close are as follows：Yours faithfully，Yo

20、urs sincerely，知识储备任务一 建立业务关系（9） Signature（落款签字）The signature is the signed name or mark of the person writing the letter or that of the firm he or she represents. All letters must be signed and a letter should be signed by hand， and in ink. Unsigned letters have no authority and a letter “signed” wi

21、th a rubber stamp is a form of discourtesy. Usually， the name of the signer is typed below the signature because many handwritten signatures are illegible， and then followed by his or her job title or position. If the writer represents a certain institute， the name of the institute will be printed a

22、bove the signature. e.g.The Overseas Co.， Ltd. institute（Signature）signatureJohn Bellname of the signerGeneral Manager， Sales Department position知识储备任务一 建立业务关系（10） Reference Notation（经办人代号）Sometimes， the reference notation， which is also understood as identification mark， can also be placed two line

23、s below the typed signature. The reference notation usually shows only the initials of the typist， but it can also be made up of the initials of the person who dictated the letter. The initials of the dictator are usually in capital letters. The two sets are separated by a colon or a slant, such as

24、for Bill Clinton （manager） and Nancy Brown （secretary）. The following examples are acceptable forms of the reference notation： BC： nbBC/nb知识储备任务一 建立业务关系（11） Enclosure Notation（附件）If any documents such as catalogues， price lists， order， copies of fax are sent with a letter， it is necessary to add enc

25、losure notation to remind the receiver. The enclosure notation is usually placed two lines below the signature at the left margin. The marking may be in any of the following ways：Enclosure： 3 copies of .Encl. 3 cataloguesEnc. 1 invoice Encls： as stated（12） Carbon Copy Notation（抄送）When copies of the

26、letter are sent to others， you need to use the carbon copy notation below any enclosure notation at the left margin. It is used to show that the letter has been sent to someone relevant. The marking may be in any of the following ways， c.c./cc/bccblind carbon copy. e.g.c.c. Mr. J. Cooper知识储备任务一 建立业务

27、关系（13） Postscript（附言/注）A postscript is used to emphasize a point to which the writer wants to draw the readers attention. Sometimes， the postscript can be added by some executives in pen and ink for the purpose of adding a personal touch to their typewritten letter. The marking word of postscript is

28、 P.S. and should be placed at least two lines below any other notation and flushed with the left margin.Of all the 13 parts， seven are standard， principal and necessary. The seven parts include the letterhead， the inside name and address， the date， the salutation， the body of the letter， the complim

29、entary close and the signature. The others are optional parts which may be unnecessary for some letters and chosen as the writer wishes. Some letters may contain one or more of the optional parts， depending on the different situation of each writing requirement.知识储备任务一 建立业务关系注： The Basic Layout of B

30、usiness Letters1. Letterhead（信头）*2. Reference Number（参考号/发文编号）3. Date（日期）*4. Inside Name and Address（信内地址）*5. Salutation（称呼）*6. Subject Line（事由标题）7. Body of the Letter（正文）*8. Complimentary Close（结尾敬语/套语） *9. Signature（落款签字）*10. Reference Notation（经办人代号）11. Enclosure Notation（附件）12. Carbon Copy Notat

31、ion（抄送）13. Postscript（附言/注）注： 带“*”号为信件必备部分。知识储备任务一 建立业务关系III. The Significance of Establishing Business Relations It is fairly true to say no customer， no business. To establish business relations with prospective dealers is one of the important undertakings either for a newly established firm or an

32、 old one that wishes to enlarge its business scope and turnover.Establishing business relations is the first step in transaction in foreign trade. If a new firm， or rather a certain corporation of ours， wishes to open up a market to sell something to or buy something from firms in foreign countries，

33、 the persons in charge must first of all find out whom they are going to deal with. We should not only do everything possible to consolidate old customers but also seek new ones to enlarge our business.知识储备任务一 建立业务关系IV. The Main Channels and Methods for Establishing Business RelationsUsually， you ca

34、n secure all the necessary information about a new customer with the help of the following channels： banks;advertisements in newspapers， magazines or on TV;the B2B websites;the introduction from your business connections;the market investigations;the chambers of commerce both at home and abroad;inqu

35、iries received from the merchants abroad;Having obtained the desired names and addresses of the firms from any of the above sources， you may start contacting the prospective customers. The main methods include： 知识储备任务一 建立业务关系attendance at the export commodities fairs;contact at the exhibitions held

36、at home or abroad;mutual visits by trade delegations and groups.Question and Answering1. What would a firm do if it wished to enlarge its business scope and turnover?2. Whats the meaning of the underlined words and phrases?（1） the B2B websites（2） the market investigations知识储备任务一 建立业务关系（3） the chambe

37、rs of commerce （4） at home and abroad （5） inquiries received from the merchants abroad（6） the prospective customers （7） the export commodities fairs（8） mutual visits（9） trade delegations知识储备任务一 建立业务关系Dear Sirs，We have found our link at e-bay. co. uk.We are a modern furniture manufacturer from Shenzh

38、en China.We produce the item same as your displayed on EBAY. We have been in this line for 5 years and about 1000 sets are exported per month to NYC USA. We also offer aniline dyed leather for this kind chair.Delivery time including shipping approx 40-45 days.Price for each with UK FR.USD chairUSD o

39、ttomanThe 5% discount will be given if your quantity will meet 100 sets each month.实例示范任务一 建立业务关系Material description： we are doing all full leather， pipe， back， sides.And foam is all east Asian grey grade foam. Stainless steel is all #304 with 4% nickel never rusts material. And we have the new mat

40、erial imported from Korea. We also have other modern furniture items in our website www. modern classic. cn that you may also find some hot sales items that you can start business on EBAY. We hope that we can do business shortly.Many thanks and kind regards!Respectfully，Joe LauJoe LauManager of Expo

41、rting DepartmentNotes： aniline dyed leather： 苯胺染色皮革ottoman： 搁脚凳实例示范任务一 建立业务关系1. Question and Answering（1）What are the writing steps of this letter?_ _ _ _（2）How many pieces of key information are provided by the seller in this letter? What are they?_ _ _实例示范任务一 建立业务关系2. The writing steps and typical

42、 expressions of the letter concerned实例示范任务一 建立业务关系3. The other commonly used expressions and sentences其他常用表达和例句Expressions（1） avail ourselves of this opportunity我们借此机会（2） take the liberty of .冒昧，失礼（3） with a view to doing sth希望做某事（4） a regular supply of.定期提供（5） be in a position to有能力做某事（6） any furth

43、er information任何进一步的信息（7） upon sbs request依照某人的要求（8） mutual understanding and cooperation互相理解与合作（9） in the market for销售某物（10） be supplied from the stock有库存（11） fall within the scope of属于的范围实例示范任务一 建立业务关系（12） anticipate your reply盼复（13） enter into business relations建立业务关系（14） engage in .; handle .; d

44、eal in .; specialize in .从事 经营（专营） （15） business line业务范围（16） for ones reference only仅供参考（17） conclude the transaction达成交易（18） have years experience in this particular line of business在该领域有多年经验（19） sell well in various countries畅销各国（20） enclosed please find .随函附上，请查收实例示范任务一 建立业务关系Typical Sentences（1

45、） Through the courtesy of Mr. Freemen， we are given to understand that you are one of the leading importers of electric goods in your area and wish to enter into business relations with us.（2） We are a state-operated corporation， handling the export of animal by-products and we are willing to enter

46、into business relations with your firm.（3） Our lines are mainly various kinds of electrical products， and we have offices or representatives in all major cities and towns in Japan.（4） We are active in commercial intercourse with various countries and districts in the trade and financial circles.（5）

47、We foresee a bright prospect for your products in our market. We express our desire to establish business relations with your firm.实例示范任务一 建立业务关系（6） As the items falls within the scope of our business activities， we shall be pleased to enter into direct business relations with you.（7） We hope this w

48、ill be good start for a long and profitable business relation.（8） We are convinced that our joint business efforts can be developed to our mutual benefit.（9） On the recommendation of Chambers of Commerce in Tokyo， we have learned with pleasure the name of your firm.（10） The corporation is specialize

49、d in the export business of electronic products， which sell well in various countries.实例示范任务二 询盘I. The Meaning of InquiryAn inquiry is a request for information on goods. When business people intend to import a product， they send out an inquiry to an exporter. It may ask for a quotation or an offer

50、for the goods they wish to buy or simply request for some general information regarding these goods. An inquiry can be made by written correspondence， such as a letter， telegram， telex， fax， e-mail or verbally by talk in person.Inquiries from regular customers may be very simple in content， in which

51、 only the name and/or specifications of the commodity will be mentioned. Other inquiries may include great details such as the name of the commodity， quality， specifications， quantity， terms of price， terms of payment， time of shipment， packing method， etc. required by the buyer so as to enable the

52、seller to make proper offers.知识储备任务二 询盘II. Categories of InquiriesGeneral Inquiries： If the importers want to have a general idea of the commodity， which the exporter is in a position to supply， they may make a request for a pricelist， a catalogue， samples and other terms. This is a general inquiry.

53、Specific Inquiries： If the importers intend to purchase goods of a certain specification， they may ask the exporter to make an offer or a quotation for specific goods. That is an specific inquiry.知识储备任务二 询盘Dear Sirs，We found your website through your letter.I am very interested in buying some of you

54、r furniture and consider starting selling furniture on a web ship in Norway.I was wondering in that matter how many pieces of each item you could be willing to ship. And I could arrange a pick up at your destination for the ship if possible.I also would like to know the prices of the following items

55、 you got or your price list.Product Name： Chair Item No. CF005Product Name： Sofa Item No. CF6040Product Name： Sofa Item No. CF009Product Name： End Table Item No. CF013Product Name： Steel Chair Item No. CF024实例示范任务二 询盘Please also provide a freight price for just sending the above items.The outer pack

56、ing should be strong enough for transportation. Could you tell me how would you pack these products?We hope that your price will be workable and that your business will result to our mutual advantage.Look forward to hearing from you.Yours Sincerely，TrondTrondNotes： End Table： 茶几Steel Chair： 铁凳实例示范任务

57、二 询盘（1） What are the writing steps of this letter?_（2） How many pieces of key information are asked by the buyer in this letter? What are they?_ _实例示范Question and Answering任务二 询盘实例示范The writing steps and typical expressions of the letter concerned任务二 询盘实例示范The writing steps and typical expressions o

58、f the letter concerned任务二 询盘Expressions（1） a complete set of catalogues全套商品目录（2） the type and quality required所需款式和质量（3） quote your lowest prices报你方的最低价（4） place regular orders for large quantities经常性地大量订购（5） sign a long term contract签一份长期的合同（6） make sb an inquiry for .就向某人询盘（7） date of delivery交货期（

59、8） favorable price优惠价（9） place an order with sb. （for sth.）向某人订购（某物）（10） available from stock有库存（11） as specified below, as stated below规格如下（12） ready market, ready buyers现成的市场，现成的买主实例示范The other commonly used expressions and sentences其他常用表达和例句任务二 询盘（13） captioned goods标题中提到的商品（14） to be on sale（商品）

60、在出售中（15） steady demand稳定的需求（16） gross profits毛利（17） Confirmed， irrevocable L/C payable by sight draft保兑的不可撤销的即期信用证（18） a legal representative法定代理人（19） in the line with the present market与现行价格相符（20） exchange rate quotation外汇行情实例示范The other commonly used expressions and sentences其他常用表达和例句任务二 询盘（1） We